Snow White box office struggles: Disney’s live-action film set for $45m opening weekend

Snow White opens to $3.5 million in previews, with projections pointing to a mid-$40 million debut.

Disney’s highly anticipated live-action Snow White is opening with mixed results at the North American box office. Despite a star-studded cast featuring Rachel Zegler and Gal Gadot, the movie is underperforming expectations, with preview earnings totaling $3.5 million. By midday Friday, the film is tracking for a three-day total in the mid-$40 million range.

Snow White was originally expected to gross more than $50 million during its opening weekend, but current projections suggest a debut closer to $45 million.

This performance mirrors the opening of Tim Burton’s Dumbo, which earned just under $46 million in its first three days, albeit on a smaller production budget ($170 million vs. $270 million for Snow White).

"Everybody that can’t get to Colombia can now head to Atlanta for that billion-dollar smile," said Rick Ross about his new venture. Despite the similarities in opening numbers, the situation remains fluid, as the film's performance is highly dependent on Saturday and Sunday matinees.

Early reports indicate that young girls are a significant portion of the audience, with 84% of children attending being girls.

The film’s critical reception has been lukewarm, with a 46% score on Rotten Tomatoes, mirroring some of Disney's past live-action adaptations. However, Snow White holds a strong awareness level of 94%, and its fate largely depends on the family audience, especially women under 35, who were expected to be a key demographic.

Early tracking shows that interest from this group has dropped in recent weeks, now sitting at 52%, down from 58% just a few weeks ago.

While some of the movie’s initial buzz was overshadowed by controversies surrounding casting choices and reimagining beloved characters like the dwarfs, the film still carries a hefty $270 million price tag. However, critical reviews haven’t always hurt Disney's live-action ventures in the past.

Both Maleficent and Aladdin opened strong despite mixed reviews, so it remains to be seen whether Snow White can overcome its current hurdles and perform well in the coming days.

The movie's international performance will also be key, though Snow White faces competition from other titles like The Alto Knights and Ash. The coming weekend could prove pivotal in determining if the film manages to exceed expectations or settles into a modest opening.